0
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Delivering traffic to your website
Andy Poulton
Business Adviser ICT
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Making the most of your website
Agenda
• Introduction
• So how big is the intern...
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0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009 2010
£Bn
20.4
29.8
46.6
64.3
...
4
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The 2 most common questions
I don’t think my
website’s
working for me,
what can ...
5
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1 Answer
How is your website performing right now?
6
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Website performance – what you need to know
• How many visitors does your site a...
7
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Typical Web stats
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www.google.com/analytics
9
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Is this better?
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www.google.com/webmaster
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Is your business ready?
Do you have
• Phone systems in place to deal with calls...
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Low conversion % -
then let’s look at your
site
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Is your site ready?
Is it
• Fast to load?
• Easy to Navigate?
• Loaded with com...
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Great conversion % -
then let’s look
building visitor
numbers
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Search Marketing
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First - go and register with DMOZ
www.dmoz.org
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90% of searches conducted on top 4 search engines
1
2
3
4
Google
72%
Yahoo
12%
...
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Why Optimise your Site?
19
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Why Optimise your Site?
Fewer than 50% of Google users go beyond page 1
Less th...
20
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Search Engine Optimisation (SEO)
• Understanding how your customers are looking...
21
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Search Engine Optimisation (SEO)
• Understanding how other factors can INFLUENC...
22
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What’s the big secret?
Do the right things right
and
get the right results
Ther...
23
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Probably the most important
content on your web site
What’s the big secret?
24
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Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywor...
25
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Where do they go?
26
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Where to place Keywords
HTML Page Title
HTML Title
• This is what will be catal...
27
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Where to place Keywords
Page Content
28
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Where to place Keywords
Meta Description Tag
• Limit to around 150 characters
•...
29
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Where to place Keywords
Alternative Attribute – aka Alt Tag
• Every Image needs...
30
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Where to place Keywords
Name files with keywords
• HTML page name - www.perryma...
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Where they go - summary
• Page Content
• HTML Page Title
• Meta Page Descriptio...
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What Else Counts?
Google will measure your site based on “relevance”
• The numb...
33
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Back-Link verification
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Remember
Your web site is for your
CLIENTS
not the search engines
35
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Probably the
greatest marketing opportunity
known!
36
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PPC
Results
37
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Pay per Click
aka PPC, Adwords, Sponsored Links
Google Adwords 25 characters ma...
38
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Pay per Click – How it works
1st
ad on page
Bid 30p per click
Pay 1p
39
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Pay per Click – How it works
1st
ad on page
Bid 30p per click
Pay 3p
2nd ad on ...
40
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Pay per Click – How it works
1st
ad on page
Bid 30p per click
Pay 3p
2nd
ad on ...
41
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The genius that is CTR
CTR = Click Through Ratio
= the % of Clicks against Impr...
42
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Pay per Click – How it works
CTR 1.5%
1.5 x 30p = 45
Pay 3p
CTR 3%
3 x bid 20p ...
43
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So how can we
improve
the CTR?
44
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Pay per Click – Champion & Challenger
53% 1085 22,849 4.75%
47% 476 20,262 2.35...
45
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What else is there?
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Email Marketing
47
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48
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49
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Business
Networks
50
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TWITTER
51
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52
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Resources
• Google Webmaster Resources
• Search Engine Watch – everything you n...
53
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Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk...
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Search Engine Optimisation

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10 Feb 10 - Cheltenham Business Advice Open Day - Search engine optimisation

A sminar looking at how to put your web site in the top 20 results.

Speaker: Andy Poulton

Published in: Business
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Transcript of "Search Engine Optimisation "

  1. 1. 1 Download slides from http://goo.gl/q4Uo Delivering traffic to your website Andy Poulton Business Adviser ICT
  2. 2. 2 Download slides from http://goo.gl/q4Uo Making the most of your website Agenda • Introduction • So how big is the internet really? • Search Engine Marketing • What else is there? • Close
  3. 3. 3 Download slides from http://goo.gl/q4Uo 0 20 40 60 80 100 120 140 2005 2006 2007 2008 2009 2010 £Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  4. 4. 4 Download slides from http://goo.gl/q4Uo The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
  5. 5. 5 Download slides from http://goo.gl/q4Uo 1 Answer How is your website performing right now?
  6. 6. 6 Download slides from http://goo.gl/q4Uo Website performance – what you need to know • How many visitors does your site attract? • What do they do whilst they are there? • How many pages do they look at? • How long do they spend on the site? • How does this compare against the targets set for the site? • How many conversions occur? • Sales • Email contact • Subscription • Calls
  7. 7. 7 Download slides from http://goo.gl/q4Uo Typical Web stats
  8. 8. 8 Download slides from http://goo.gl/q4Uo www.google.com/analytics
  9. 9. 9 Download slides from http://goo.gl/q4Uo Is this better?
  10. 10. 10 Download slides from http://goo.gl/q4Uo www.google.com/webmaster
  11. 11. 11 Download slides from http://goo.gl/q4Uo Is your business ready? Do you have • Phone systems in place to deal with calls? • People to deal with enquiries? • Stock to deal with uplift in orders? • Logistics in place to deliver on new orders? • Cashflow to meet increased demand?
  12. 12. 12 Download slides from http://goo.gl/q4Uo Low conversion % - then let’s look at your site
  13. 13. 13 Download slides from http://goo.gl/q4Uo Is your site ready? Is it • Fast to load? • Easy to Navigate? • Loaded with compelling and relevant content?
  14. 14. 14 Download slides from http://goo.gl/q4Uo Great conversion % - then let’s look building visitor numbers
  15. 15. 15 Download slides from http://goo.gl/q4Uo Search Marketing
  16. 16. 16 Download slides from http://goo.gl/q4Uo First - go and register with DMOZ www.dmoz.org
  17. 17. 17 Download slides from http://goo.gl/q4Uo 90% of searches conducted on top 4 search engines 1 2 3 4 Google 72% Yahoo 12% Bing 10% Ask 4%
  18. 18. 18 Download slides from http://goo.gl/q4Uo Why Optimise your Site?
  19. 19. 19 Download slides from http://goo.gl/q4Uo Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
  20. 20. 20 Download slides from http://goo.gl/q4Uo Search Engine Optimisation (SEO) • Understanding how your customers are looking for YOU [key words/phrases] • Understanding WHERE the search engines look on your pages • Ensuring the KEY WORDS/PHRASES are available in the places the search engines look The art of making web pages “search engine friendly” On-site Optimisation
  21. 21. 21 Download slides from http://goo.gl/q4Uo Search Engine Optimisation (SEO) • Understanding how other factors can INFLUENCE the search engines and how YOU can use these to YOUR advantage The art of making web pages “search engine friendly” Off-site Optimisation
  22. 22. 22 Download slides from http://goo.gl/q4Uo What’s the big secret? Do the right things right and get the right results There Isn’t one!
  23. 23. 23 Download slides from http://goo.gl/q4Uo Probably the most important content on your web site What’s the big secret?
  24. 24. 24 Download slides from http://goo.gl/q4Uo Choosing Keywords • Think like a customer • Think laterally • Brainstorm Keywords • Ask everyone • Search using your keywords and see what appears • Use the free Google keyword tool
  25. 25. 25 Download slides from http://goo.gl/q4Uo Where do they go?
  26. 26. 26 Download slides from http://goo.gl/q4Uo Where to place Keywords HTML Page Title HTML Title • This is what will be catalogued - about 80 characters • 3 or 4 keywords • Make each page title relevant to each particular page
  27. 27. 27 Download slides from http://goo.gl/q4Uo Where to place Keywords Page Content
  28. 28. 28 Download slides from http://goo.gl/q4Uo Where to place Keywords Meta Description Tag • Limit to around 150 characters • Use on every page • Customise for each page
  29. 29. 29 Download slides from http://goo.gl/q4Uo Where to place Keywords Alternative Attribute – aka Alt Tag • Every Image needs one • Build Keyword Count • Comply with Disability Discrimination Act - Accessibility Perry Marshall – Adwords Expert
  30. 30. 30 Download slides from http://goo.gl/q4Uo Where to place Keywords Name files with keywords • HTML page name - www.perrymarshall.com/google/adwords.htm • Images - adwords-expert.jpg • Keywords for Text Links [Anchor Text] - • Header Tags <H1> </H1>
  31. 31. 31 Download slides from http://goo.gl/q4Uo Where they go - summary • Page Content • HTML Page Title • Meta Page Description • File / Image Names • ALT Attributes • Navigation Link Anchor Text • URLs
  32. 32. 32 Download slides from http://goo.gl/q4Uo What Else Counts? Google will measure your site based on “relevance” • The number of times it is clicked in a search • The number of INCOMING links aka Back-Links
  33. 33. 33 Download slides from http://goo.gl/q4Uo Back-Link verification
  34. 34. 34 Download slides from http://goo.gl/q4Uo Remember Your web site is for your CLIENTS not the search engines
  35. 35. 35 Download slides from http://goo.gl/q4Uo Probably the greatest marketing opportunity known!
  36. 36. 36 Download slides from http://goo.gl/q4Uo PPC Results
  37. 37. 37 Download slides from http://goo.gl/q4Uo Pay per Click aka PPC, Adwords, Sponsored Links Google Adwords 25 characters max Check out Google Advertising 35 characters max Get Started Today 35 Characters max www.google.co.uk Home page URL www.google.co.uk/adwords Where the click lands
  38. 38. 38 Download slides from http://goo.gl/q4Uo Pay per Click – How it works 1st ad on page Bid 30p per click Pay 1p
  39. 39. 39 Download slides from http://goo.gl/q4Uo Pay per Click – How it works 1st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p
  40. 40. 40 Download slides from http://goo.gl/q4Uo Pay per Click – How it works 1st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p 3rd ad on page Bid 50p per click Pay 5p
  41. 41. 41 Download slides from http://goo.gl/q4Uo The genius that is CTR CTR = Click Through Ratio = the % of Clicks against Impressions Impressions (number of time your ad is displayed) Clicks (number of times your ad is clicked on) 1% is so-so to OK 2% is OK 3% and above is doing well
  42. 42. 42 Download slides from http://goo.gl/q4Uo Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1st ad 2nd ad
  43. 43. 43 Download slides from http://goo.gl/q4Uo So how can we improve the CTR?
  44. 44. 44 Download slides from http://goo.gl/q4Uo Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35% % served Clicks Impr. CTR
  45. 45. 45 Download slides from http://goo.gl/q4Uo What else is there?
  46. 46. 46 Download slides from http://goo.gl/q4Uo Email Marketing
  47. 47. 47 Download slides from http://goo.gl/q4Uo
  48. 48. 48 Download slides from http://goo.gl/q4Uo
  49. 49. 49 Download slides from http://goo.gl/q4Uo Business Networks
  50. 50. 50 Download slides from http://goo.gl/q4Uo TWITTER
  51. 51. 51 Download slides from http://goo.gl/q4Uo
  52. 52. 52 Download slides from http://goo.gl/q4Uo Resources • Google Webmaster Resources • Search Engine Watch – everything you need to know about SEO • SeoMoz – SEO information and resources • Google Keyword Tool – choose relevant keywords • Drayton Bird – Direct Marketing genius • Perry Marshall – FREE Google Adwords course • Cardell Media – Marketing Guru, loads of FREE stuff! • Bruce Clay – More excellent SEO information
  53. 53. 53 Download slides from http://goo.gl/q4Uo Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk http://www.businesslink.gov.uk/southwest/eventspresentations
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